Tarte Cosmetics CEO and founder Maureen Kelly started Tarte in 1999, out of a desire to create a cosmetics line that “would prove that glamour can be good for you.” This comes in the form of products that highlight naturally-derived ingredients in their marketing campaigns, and occasionally taking swipes at the concept of synthetics in makeup.

This is ironic, as Tarte uses more than a few beneficial synthetically derived ingredients in their formulas—silicones, synthetic fragrances, preservatives and on and on. However, we’ll forgive them that as what’s ultimately important is whether their products meet your needs, and to that we can say the brand excels in many areas at what they do.

However, a few products are a bit on the pricey side and there are a few iffy shades and textures to consider among their foundations—noted in their respective reviews. A few caveats aside, most of Tarte's foundations, blush options, eye pencils and an ever-expanding range of innovative products demonstrate that color is what they do best.

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